The hour-long programme was in the style of an art show, and involved three burger-inspired artworks created by artist Adam Holzrichter: "The Beefy Gastronaut", "Burger Brawn" and "Beefy Peaks."
Despite having no paid support, the video reached 884,300 people in 40 minutes, and recorded 43,200 engagements or likes, comments and shares, .
The stunt was a collaboration between the fast food chain’s internal teams and its creative agency, Leo Burnett.
Paul Matson, McDonald's US director of social engagement, said: "We're looking at ways that we can make a big, bold move.
"Doing something live is a little bit of a calculated risk. It's inherently interesting because you don't know what's going to happen so we're trying to take advantage of that and see how that might work for a business that's 60 years old, such as ourselves."
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